Creating an A/B campaign - test of message Content

A/B test of content helps to choose the best content from versions of content, A and B. Under the best one, should understand the content that causes the desired reaction of subscriber with the best indicators — clicks, repeated readings, decrease in the level of refusals/complaints.

Determine the result of the A/B test, you can by analytics on your site — orders, form filling and other options to achieve goals that you can track using Google Analytics or other web analytics tools.

How to create an A/B campaign?

To create an A/B campaign for testing the Content, in the section Create/Send, open the A/B tests wizard by click on Create A/B campaign.

In the A/B wizard indicate:

Type of test Content, Subject of the message, Address of sender, if necessary Reply-To address to receive replies to another address. Select the mail list for which you want to send the campaign.

In the field Send a test to , select % of subscribers to whom you want to send the A/B test.

Select the language of your message so that the service substitute unsubscribe links, web version links and others that you choose when creating a message in the same language.

Specify the required additional settings:

Collect Opens and Clicks analytics. If On, the service will register opens and clicks and will show in the Analytics of the campaign.

Tag links for Google Analytics. If On, you can see in Google Analytics the results of conversions to the site and the further actions of subscribers.

Public archive. If On, a link to the web version of this message will be available on the page with the public feed of the campaign for this list. A link to a Public tape or Archive can be added to the message from the menu Links.

How to create the content of A/B messages?

First you create a message A. Select the option to create a message — a drag and drop editor, a text/HTML editor or a template.

In our example, we selected the Drag and Drop editor. Add your content and click Send.

Next, A/B wizard will suggest you to create a message B. Again, select the editor you want, add the content of message B, and click Send.

How to send an A/B campaign?

On the page Schedule, check all the settings of the campaign. Check through the Preview, how the Web version, A and B messages will look, send a test message to your address. Before sending, you can change the content of messages, A and B.

To send an A/B test, set the date/time of sending the A/B messages and the date/time selection of the winner message. Specify whether you want to send the winner message automatically. If you don't want to send the winner message automatically, it will be created and saved in the drafts. You can send it manually.

Automatic select of the winner of the A/B test

On the Schedule page, select from which parameter of Analytics you want select the winner, A and B. The service will automatically select the winner for such indicators of Analytics:

By the maximum number of opens;

By the maximum number of clicks;

By the minimum number of unsubscribes.

Select the closest indicator to achieve your A/B test goal.

Manual select of the winner of the A/B test

If you evaluate the result by other criteria than the A/B master offers, use the option not to send the winner message automatically. Specify the necessary time for determining the test result so that the service automatically creates a WinnerAB segment with subscribers from the list that didn't receive the test message. Select the message from the Analytics by indicators, clone it and select the WinnerAB segment for the mail list used in the A/B test.

That's all! Your A/B campaign for testing content is ready.

Creating A/B campaign- test of Subject

To select the type of the test Subject, on the page of creating A/B campaign, select Subject. Then enter the subject for the message, A and for message B.

On the page Schedule, you need select by which criteria the winner message should be sent. There are three options:

select the winner message by the maximum number of opens;

select the winner message by the maximum number of clicks;

select the winner message by the minimum number of refusals.

We chose the maximum number of clicks.

Also on the page Schedule you can see all the basic settings of the campaign, preview, send a test message to your address, change the content or the message settings.

After we were sure that the message looks correct and you selected all the necessary A/B test settings, you can send the campaign. Specify the date/time of the sending A/B test and the date/time selection of the winner message and whether or not to send the winner message automatically. If you don't want to send the winner message automatically, it will be created and saved in the drafts. You can send it manually.

Creating an A/B campaign - test of Sender's name

To select the type of test Sender Name on the page of creating A/B campaign, select Sender Name. Then, enter the subject of the message and select address of the sender for the message, A and address of sender for message B.

On the page Schedule, specify the date/time of the sending A/B test and the date/time selection of the winner message and whether or not to send the winner message automatically. If you don't want to send the winner message automatically, it will be created and saved in the drafts. You can send it manually.

Creating an A/B campaign - test of Time schedule

To select the type of test Time schedule on the page of creating A/B campaign, select Time schedule and choose all others settings for the campaign.

On the page Schedule, specify the date/time of the sending A/B test and the date/time selection of the winner message and whether or not to send the winner message automatically. If you don't want to send the winner message automatically, it will be created and saved in the drafts. You can send it manually.

Noticed! The time of sending message B can't be earlier than the time of sending message A, and the time of select the winner message can't be earlier than the time of sending message B and later than 7 days after sending the test.